Managing the buyer/seller relationship is the first of five critical sales skills that must be mastered before sales professionals reach their full potential, according to The Sales Board. The other four are sales call planning, sales questioning skills, sales presentation skills and gaining commitment.
Let’s talk about that buyer/seller relationship because I believe relationships are an essential part of winning the opportunity. Most salespeople fail to follow a selling process that facilitates relationship building with the buyer. All too often when salespeople get in front of the client, they launch right into the sales presentation not realizing that by doing so, they are throwing themselves out-of-sync with how clients make decisions.
Have you ever had a client that seemed to reject nearly everything that you presented? We all have. According to The Sales Board, 82 percent of sellers are out-of-sync with the buyer. Their research on the buyer decision process has revealed that a client’s resistance may not be caused by what you present. It could be the sequence of your presentation.
All customers make five sequential buying decisions. These decisions are usually made in the following order.
The client decides if they like and can trust you.
What is your company’s reputation and is it a good match for them?
Is your product the right solution for their needs?
Is your solution competitively priced? Is it a good value?
- Time to Buy:
Is now a good time for them to move forward with the purchase?
If you structure your sales presentations in this order you will likely avoid resistance later in the call. The salesperson who follows this process consistently wins sales.
As a salesperson, it’s important for you to understand how to walk arm-in-arm with your client, so to speak, as each of the buying decisions are being made. As the buyer/seller relationship grows, the relationship becomes one of the differentiating factors. When you use your sales presentation to follow each decision your client is making, you’ll likely sell the client on each buying decision.